Milwaukee's Best

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Milwaukee's Best is a 4.3% alcohol by volume, American-style light lager brewed by Miller Brewing Company of Milwaukee, Wisconsin, in the United States. Its sibling beers are Milwaukee's Best Ice and Milwaukee's Best Light.

History

Established in 1895 as Gettelman's Milwaukee's Best Beer, Miller Brewing Company shortened the brand name to Milwaukee's Best when they took over the Gettelman Brewing Company of Milwaukee in 1961.

Since then, the Best family has grown to include the popular Milwaukee’s Best Ice, introduced in 1994, and its best-selling offering, Milwaukee's Best Light which was introduced in 1986. MBL contains 3.5g of carbohydrates, and 0g of fat.

Milwaukee's Best Light is the Official Beer Sponsor of the 2009 World Series of Poker, which continues a relationship between the two entities that began in 2006.

According to a report by Beer Marketer's Insights and published by USA Today on December 9, 2013, sales of Milwaukee’s Best in America have declined in recent years. Despite MillerCoors shipping nearly 2 million barrels in 2007, sales of the beer dropped over the next five years, with just 1.1 million barrels sold.[1]

Attributes

Milwaukee's Best

Logo: red shield Alcohol by volume: 4.3% Calories per 12 oz serving: 128 Tagline: "Brewed for freshness and classic taste"

Since the recent 2000s, this version has been packaged as "Milwaukee's Best Premium."

Milwaukee's Best Light

Logo: blue shield Alcohol by volume: 4.2% Calories per 12 oz serving: 98 calories Tagline: "Brewed for a crisp, full taste"

Milwaukee's Best Ice

Logo: black shield Alcohol by volume: 5.9% Calories: 144 calories Tagline: "Ice brewed for a crisp, bold taste"

Awards

Milwaukee's Best

  • Bronze medal, 2005 Great American Beer Festival, American-Style Lager[2]
  • Silver medal, 2004 Great American Beer Festival, American-Style Lager[2]
  • Silver medal, 2003 Great American Beer Festival, American Lager/Ale or Cream Ale[2]

Milwaukee's Best Light

  • Silver medal, 2006 Great American Beer Festival, American-Style Light Lager[2]
  • Bronze medal, 2009 United States Beer Championships, American Light

Milwaukee's Best Ice

  • Bronze medal, 2003 Great American Beer Festival, American-Style Specialty Lager[2]
  • Bronze medal, 2006 World Beer Cup, American-Style Specialty Lager.

Advertising

The "can-crush" series of commercials, perhaps Milwaukee's Best Light's most popular ad campaign, was created by Mother New York in 2006. In these ads, men who did not act like men were suddenly crushed by a giant can of Milwaukee's Best Light falling from the sky. Examples include a man who is scared of a bee, one who abandons his buddies fixing the car in order to coo over a small puppy, a man who soaks up the grease from his slice of pizza before eating it, a guy who leaves a poker game to call his wife just to check in, and one man who arrives at a BBQ holding hands with a woman in a matching outfit. This drives home the commercial's tag-line, "Men should act like men, and light beer should taste like beer." Later ads upped the level of comedy when six-packs rained down on men who bounced on trampolines, wore animal-print underwear, or failed to catch a can of beer gently tossed to them.[3]

While the "can-crush" spots were popular on television, some of the first Milwaukee's Best commercials were shown during Super Bowl Sunday. The Barbarian Group relied upon viral marketing as a means to promote Milwaukee's Best Light with the "Beer Cannon" series of videos. Billed as "The Art of Destruction", the Milwaukee’s Best Light brand site describes it as: "The story of how a beer and a man conspired to send watermelons into sweet oblivion." These low-budget short videos feature four average guys who built a cannon in a backyard. They then fire projectiles at targets or objects in videos with titles such as, "Beer vs. TV", "Beef Stew vs. Potted Plant", and "Cheese and Salsa vs. Chips". Slow-motion video captures the ensuing destruction. With the "Beer Cannon" videos, Barbarian became the first-ever paying advertiser for the Director's Showcase on YouTube, where some have surpassed 1,000,000 views.[4]

Terms of Endearment

Many Milwaukee's Best drinkers refer the original red shield simply as "Beast," or "The Beast," from a late-1990s advertising campaign that directed drinkers to "unleash the beast." Milwaukee's Best Light is known as "Beast Light," and the black shield variety is known as "Beast Ice." [5]

References

  1. ↑ Frohlich, Thomas, C. "Nine beers many Americans no longer drink". USA Today. Retrieved 9 December 2013. 
  2. ↑ 2.0 2.1 2.2 2.3 2.4 "Great American Beer Festival Winners". Brewers Association. Retrieved 9 May 2013. 
  3. ↑ http://www.allbusiness.com/marketing-advertising/4164882-1.html
  4. ↑ http://www.barbariangroup.com/portfolio/milbestlight_com
  5. ↑ "12 Beers You Should Only Drink In College". Campus Squeeze. 

    External links

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